RABAT, Morocco, December 16, 2025/APO Group/ –The President of the All Africa Music Awards (AFRIMA) (https://AFRIMA.org), Mr Mike Dada, joined leading cultural and creative industry experts from across the world to discuss the future of Africa’s cultural sector at the 3rd Moroccan Forum of Cultural and Creative Industries (CCI) in Rabat, Morocco.

 

The event, which took place from  December 11 to 14, 2025, was organised under the ‘High Patronage of His Majesty King Mohammed VI’ and hosted by the HIBA Foundation, a cultural organisation established by the King to support the growth of Morocco’s creative economy.

 

This year’s forum brought together policymakers, investors, cultural operators, academics, and creative professionals from countries including Senegal, Tunisia, Côte d’Ivoire, Belgium, Germany, France, Burundi, Democratic Republic of Congo, Burkina Faso and Quebec. Over four days, they examined how African countries can strengthen their cultural ecosystems and increase the economic value of their creative industries.

 

Mr. Dada, a lawyer, Public Relations Consultant and creative economy expert who represented AFRIMA and the African music sector, joined a major panel session titled “Towards a Pan-African Federation of Cultural Operators: What lessons can be drawn from past experiences, and how can we project forward?” The conversation focused on how African countries can share knowledge, build stronger partnerships, and promote cultural exchange across borders.

 

During the discussion, Mr Dada highlighted AFRIMA’s work with the African Union and how the awards platform has helped to project African music to a global audience. He also stressed the need for investment, training, and collaboration to grow the continent’s cultural industries and provide more opportunities for young creatives.

 

He said, “Africa’s creative industry is not just growing; it is becoming a powerful economic force. What we need now is stronger cooperation across the continent, better policies, and sustainable investment. If we can achieve that, our cultural sector will contribute far more to national development than it does today.

 

“This forum gives us the platform to exchange ideas, learn from global partners, and build a shared vision for African culture. Conversations like this help us understand what is working, what needs to change, and how we can move forward together as one creative continent.

 

“Through AFRIMA, we continue to promote African music to the world, support young creatives, and strengthen partnerships between countries. Our goal is to make sure African talent is visible, respected, exposed to global opportunities and celebrated everywhere.”

 

As part of the event, Mr Dada attended a special reception hosted by the Ambassador of France to Morocco, Mr Christophe Lecourtier, on December 12, where cultural leaders interacted and explored new partnership opportunities.

 

AFRIMA is Africa’s global music awards platform established in 2014 by the International Committee AFRIMA and the African Union (AU) to celebrate, reward, and promote Africa’s diverse musical talents and rich cultural heritage globally, and its 9th Edition is scheduled to hold on January 7-11, 2026, in Lagos, Nigeria. The event is broadcast live in more than 84 countries around the world.

JOHANNESBURG, South Africa, October 31, 2025/APO Group/ –Three decades is a long time. In the Zambian film and television industry, it’s literally transformational period of time. That is how long MultiChoice (www.MultiChoice.com) has been operating in Zambia, and our sector is now almost unrecognisable from 1995, when we set up business in Lusaka.

The media landscape has been revolutionised over those three decades, and I’m proud to say that MultiChoice has been at the forefront of leading that revolution.

Technology evolution

The arrival of the MultiChoice brand heralded the introduction of satellite broadcasting in the country. Subsequently, MultiChoice would also help to introduce a range of other innovations.

We expanded beyond satellite-only television by introducing GOtv for affordable access, launching DStv/GOtv Stream and Showmax for streaming content, and mobile apps for flexible viewing anytime, anywhere.

We are proud to have been part of this technology evolution, helping to redefine how entertainment is shared and experienced in Zambia. However, I am equally proud when I consider the broader social contribution that a video-entertainment business can make.

Social impact

Fundamentally, it’s about knowledge empowerment. Digital connectivity gives users access to global content – real-time access to international news, sport, documentaries, and educational content. Local audiences become part of global conversations, cultures, and innovations.

This broadens horizons and sparks an interest in lifelong learning, which in turn inspires Zambians to become part of the global knowledge economy.

On the other side of the coin, Zambians have brought their own insights to the global conversation, as local culture is showcased across our region, and we begin to consolidate our own cultural identity through homegrown Zambian talent and productions.

Industry development

These productions have been part of a steadily growing creative economy, which not only strengthens national pride, but creates thousands of jobs within TV and film production, as well as advertising, events, hospitality and technology.

Driving this economic multiplier effect has been the MultiChoice Talent Factory (MTF), which has one of its three pan-African training academies in Lusaka.

MTF Academy graduate courses, masterclasses and mentorship programmes equip young creatives with practical production skills. Graduates emerge industry-ready, well prepared to help drive Zambia’s creative ecosystem.

From a situation where Zambia produced only a handful of local productions, channels like Zambezi Magic now host hit local drama, comedy and reality shows, including Mpali, Zuba, Makofi, Mungoma, Ubuntu, Ten Tamanga Street and Date My Family Zambia.

These 30 years of industry growth have seen a surge in not just quantity, but quality too. Notably, MTF alumnus Cosmas Nga’ndwe won an AMVCA (Africa Magic Viewers’ Choice Award) (https://apo-opa.co/48W3Rs1) this year for best indigenous language film.

Becoming part of industry development at this level has underlined a fundamental truth in our partnership with the Zambian people. We are here to add value. It’s about far more than providing a service. It’s about long-term investment and national growth.

We see ourselves as a trusted development partner, creating jobs, driving tech innovation, and empowering youth to create inspirational content that will shape Zambian culture for years to come.

We have come to understand that we do this most effectively when we place our customers at the heart of everything we do, understanding their needs, anticipating challenges, and delivering solutions that enhance their experiences.

Growing our people

This partnership approach extends to our people; helping them to develop their careers and to grow as individuals. We have been proud to see employees start out in customer service or technical support and rise into leadership through continuous training and development.

We also run wellness programmes that help staff feel valued and supported. Passionate staff become ambassadors, helping us deliver impact well beyond the screen – in the form of reliable service, problem-solving and customer satisfaction.

Other key Zambian stakeholders we have been fortunate to build relationships with have been ZNBC and the free-to-Air channels. Our close relationships have helped all of us expand our reach and bring Zambian culture to a wider audience.

We look forward to the next 30 years of working together – MultiChoice Zambia and our partners – developing Zambian talent, launching new productions, and giving local creators greater opportunities.

Personally, it has been incredibly rewarding to see Zambian stories gain recognition across Africa, and to see MTF graduates emerge and start developing the country’s film industry.

Like everyone on the MultiChoice Zambia family, I am proud to contribute beyond the screen; to not just deliver television entertainment, but to help shape Zambia’s national identity.